The company will now include QR code stickers on the front of its Purina One dry cat food packages and will donate US$1.00 to feed shelter pets, up to US$30,000, for every person who scans the QR code with their smartphone. Additionally, Purina One's Facebook page is hosting "Bowl-by-Bowl," which allows users to take simple, four-question quizzes that challenge negative perceptions of shelter pets and aims to inspire pet adoption. For each completed quiz, Purina One will donate one bowl of food to a shelter in need.
"Purina One is dedicated to helping shelter cats and dogs," said Lisa Luedde, brand manager, Purina One brand petfood. "We believe that the right nutrition can make a world of difference in a shelter pet's life, so we've made it easy for people to help. Scanning a QR code and taking a short quiz is all it takes to help us champion shelter pets."
Pet owners want a lot from their pet food brands. They want primary proteins that suit what they believe is best for their animal. They want grains or they don't. They want something customized, but it has to be easy to understand.
Constraints and crises, like those experienced in 2020, help drive innovation and sustainability offers context.